Match has received three awards from ‘YouTube Works’, in recognition of its ‘Match Made In Hell’ advert from the end of last year.
The ‘YouTube Works’ awards celebrate the most creative and effective advertising campaigns that were published on the video-sharing platform. A total of nine prizes were given out and Match was the only company to be named as a winner in multiple categories.
It received the highest ‘Grand Prix’ prize, given to “the submission that best demonstrates brilliant results, storytelling and effectiveness”, as well as ‘Creative Innovation’ and ‘Meeting The Moment’.
The promotion followed Satan as he used the dating app to connect with a woman called ‘2020’. The pair meet up for a number of dates and cause general chaos while appearing to be the only two people who enjoyed the year.
Match wanted to create a comedic nod to all of the challenges that were faced in 2020 and show that even a match made in hell is still a match.
It was made by Ryan Reynolds’ production company Maximum Effort. The actor and Match Group director also enlisted the help of Taylor Swift, who used the video to debut the hotly-anticipated re-record of her hit single ‘Love Story’.
The video gained a total of 14 million views in its first 24 hours on YouTube, a 40% increase compared to previous campaigns.
Raig Adolfo, the Chief Strategy Officer at digital agency 360i, said: “It’s perfect from a creative standpoint. The craft, tone of voice, perfect for the channel. The perfect way to use YouTube.”
Read more here.